“They look like cheap, plastic-designed watches. In the luxury category, we work on every detail for crafted value. When I see the smartwatch, it's interesting, but in terms of design, it looks like a cheap wrist computer. There's not one that makes a great connection.”

Ouch. But it seems like Tag Heuer is singing a different tune now that there's so much hype surrounding Apple's smart watch.

Funny enough, Tag Heuer produced 50 limited edition Aquaracer AC72 models designed specifically for the World Cup sailing efforts of Oracle Team USA. Instead of moving hands, they used a simple monochrome display to report sailing metrics like wind direction and intensity.

Linder is determined to keep the 'luxury smart watch' simple and stylish.

“I don't see us taking a big risk, unless we find a way to make luxury watches looking likerealluxury watches that provide very easy-to-use, smart information that isn't complicated—and don't just replicate the mobile phone.”